Bravissimo, which styles itself as the “lingerie retailer for big boobed women” has reported great success following its use of mobile marketing in its latest national advertising campaign that went live in March.
Promoting its Spring and Summer mail order catalogues, the press, TV, radio and direct mail campaign carries an SMS call to action provided by mobile technology company TXT4.
Consumers are encouraged to request a brochure by simply texting the specified keyword e.g. ‘Curvy’ to 64118.
The TV ad featured phone and website calls to action, as well as the text shortcode, but SMS proved to be the most popular communication channel for consumers, with SMS requests accounting for 45% of total responses.
Using SMS has also provided Bravissimo with an accurate tool for helping measure the return on its marketing investment.
“Assigning a unique keyword to each advertising placement across all media channels enables us to see exactly where leads come from to help determine how successful each has been in generating response” says Bravissimo Marketing Director, Jo Lee. “In addition, profiling respondents gives valuable insights into the types of consumers we’re successfully attracting and also allows us to better analyse the impact of individual TV and radio spot times. This is valuable information when planning future campaigns. ”
TXT4 CEO Tim Carrigan says use of SMS for this type of activity is growing among its client base.
“Of the 230 major brand campaigns we currently manage, from global automotive manufacturers to travel companies, 80% of them use SMS for handling brochure requests” says Carrigan. “Companies see a dramatic uplift in response as a result of providing consumers with a quick and easy way of responding from anywhere, at anytime. Not only does this capture consumer interest at the very point they see the advertising, but automating the process provides high quality data capture, while significantly reducing handling costs.”